What is PPC Marketing? | How to eliminate the fraud from PPC Campaigns?

In this article, we will talk about the meaning of PPC marketing, the benefits, and disadvantages, then a solution for one of the main disadvantages of PPC marketing. Be with us in this short article.

What is PPC marketing?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.

what is ppc marketing

Benefits of  PPC Marketing

The first advantage | Get a quick response

If you compare click ads with SEO, the advantage of PPC is that you can respond quickly. The fastest and most professional SEO projects take weeks to create stable and continuous traffic to your site. While with click-through advertising, you can drive traffic to your site in a matter of hours. So PPC marketing can be great for running high-traffic cross-sectional advertising campaigns.

The second advantage | Targeting a specific group

Click-through ads open your hand to target a specific group (niche marketing), both in terms of SEO and in terms of display-oriented and rental advertising space. Of course, this largely depends on which service provider you use. But strong servers usually allow you to select your audience based on geographic area, ad display time, audience age and gender, and factors such as these.

In PPC, the maximum parameter at your disposal is choosing the right site or page, and in SEO, your main tool for targeting a specific audience is simply choosing the right keywords.

The third advantage | Ability to accurately measure profit relative to the cost

PPC campaigns are numerically very transparent compared to SEO. It’s clear how much you paid for each click (CPC), and if you have the right tracking tools on your site, you can see exactly how much the clicks have turned into a lead or end customer.

So usually you can quickly decide on the effectiveness of such campaigns. Of course, it is also possible to measure and evaluate SEO projects. But not so much that a table is placed on your desk and the exact number of expenses and the number of sales are determined. Especially since SEO is not a project and is a continuous operational activity.

The disadvantages of PPC Marketing

The first disadvantage | You will be seen as long as you give money

PPC Campaign works exactly as long as you keep your pocket open on advertising platforms and have money left in your pocket. As soon as the allocated budget is completed, your ad will be disconnected and incoming traffic to your site will be disconnected.

In contrast, SEO, although showing its output with a slight delay, is usually more stable in the long run. Once you get a valuable ranking in search results, you can benefit from your efforts and investment for a long time, even if you stop constantly requesting and editing.

The second disadvantage | You completely lose a share of the audience

A group of audiences and web users are basically not used to or don’t want to click on ads. They go to different sites and read their content and leave the site. Or when searching with Google, they first reject multiple advertising options and go for the first organic result.

If you have not invested in SEO and all your efforts are focused on PPC and rental of advertising space, you will lose a large part of this audience.

The third defect | Not real clicks

You should not underestimate the clicks of Click-fraud.

All over the world, there are threats that some PPC service companies, by writing various robots, click on the ads of competing companies, thus emptying the pockets of customers without creating valuable traffic.

Of course, all platforms use different methods to reduce the pressure of this type of movement. But Click-fraud never reaches zero. In fact, you don’t know what percentage of the clicks on your site are real.

But we must also say that in any case, you ultimately calculate the average economic profit per click, and if PPC marketing is profitable for you, it doesn’t matter that some of these clicks aren’t real.

In fact, click-fraud is more of a problem for the click advertising industry than for advertisers (unless someone is exactly targeting your ads and focusing their clicks on your ads).

A Solution for Eliminating Fraud in PPC marketing